First things first, what are Keywords?
Keywords are the words and phrases people enter into search engines like Google, Bing, or Yahoo when looking for information, products, or services online. They’re the bridge that connects your target audience with your business. Think of keywords as the road signs on the information highway, aka the internet. When your content is optimized for the right keywords, it becomes easier for potential customers to find your website.
Keywords can be broadly categorized into two types:
These are brief and usually consist of one to three words. They are often generic and competitive, making it harder to rank for them. For example, “shoes” or “digital marketing.”
These are longer and more specific phrases, typically containing three or more words. They are often less competitive and target a more niche audience. Examples include “running shoes for women” or “digital marketing strategies for small businesses.”
Now, how do you determine your company’s top keywords?
Identifying the right keywords for your business is like selecting the right ingredients for a recipe; it requires research and careful consideration. Here’s a step-by-step guide to help you determine your company’s top keywords:
- Understand Your Audience: Start by defining your target audience. Who are your ideal customers? What problems do they want to solve, and how can your products or services help?
- Brainstorm Keywords: Assemble your team for a brainstorming session. List all the keywords and phrases that are relevant to your business. Don’t worry about being specific; you’ll refine this list later.
- Competitor Analysis: Study your competitors’ websites and marketing efforts. What keywords are they targeting? Tools like SEMrush or Ahrefs can provide valuable insights into your competitors’ keyword strategies.
- Keyword Research Tools: Utilize keyword research tools like Google Keyword Planner, Ubersuggest, or Moz Keyword Explorer. These tools provide data on search volume, competition, and related keywords. Start by entering your brainstormed keywords and explore suggestions from these tools.
- Long-tail Keywords: Consider focusing on long-tail keywords. They may have lower search volumes but often convert better because they match specific user intent. Look for long-tail keywords related to your niche.
- Check Trends: Use Google Trends to identify keyword trends over time. This can help you prioritize keywords that are currently popular or seasonally relevant.
- User Intent: Understand the intent behind the keywords. Are users looking for information, products, or services? Create content that aligns with their goal to improve user experience.
- Keyword Difficulty: Evaluate the competition for each keyword. Some keywords may be too competitive for your business, especially if you’re just starting out. Aim for a mix of competitive and less competitive keywords (short-tail and long-tail).
- Refine and Prioritize: After collecting a list of potential keywords, narrow it down to the most relevant and valuable ones for your business. Consider factors like search volume, competition, and alignment with your products or services.
Then, maximize your business opportunities with your selected keywords.
Once you’ve identified your company’s top keywords, it’s time to put them to work and seize the business opportunities they offer:
On-Page Optimization: Incorporate your chosen keywords into your website’s content, including titles, headings, meta descriptions, and body text. Ensure that your content reads naturally and provides value to users.
Content Creation: Develop high-quality, informative, and engaging content around your keywords. This can be blog posts, articles, videos, or infographics. Regularly publishing fresh content can boost your website’s authority and search engine rankings.
Local SEO (psst…we have a blog for SEO beginners if you need help): Optimize for location-based keywords if you’re a local business. Include your city or region in your keywords to attract local customers.
Link Building: Build backlinks (a link from another website used as a resource, comparable to a citation) from reputable websites to enhance your website’s authority. High-quality backlinks can significantly impact your search rankings.
Monitor and Adjust: Use tools like Google Analytics and Google Search Console to track your website’s performance. Monitor your keyword rankings and website traffic. Adjust your strategy based on the data you collect.
Paid Advertising: Consider running pay-per-click (PPC) advertising campaigns using platforms like Google Ads. These campaigns can help you reach a wider audience quickly, especially for competitive keywords.
Social Media: Promote your content and engage with your audience on social media platforms. Social signals can indirectly influence your search engine rankings.
Stay Informed: Stay up-to-date with industry trends and algorithm changes. Search engines constantly evolve, and staying informed will help you adapt your keyword strategy accordingly.
Keywords are the foundation of successful digital marketing. They connect your business with potential customers and drive organic traffic to your website. By understanding what keywords are, conducting thorough keyword research, and effectively utilizing them in your marketing efforts, you can maximize business opportunities and achieve marketing success. Remember that patience and consistency are key in digital marketing; the results will follow your efforts.